Frits de Vroet
Founder, C-Insight Pty Ltd
Strategic AI Advisor · Executive Coach
Supply Chain AI Expert
📍 Perth, Western Australia
English · Dutch · French · German · Mandarin
Frits de Vroet is an international executive with deep experience in business transformation, technology strategy, operational excellence, and supply chain management. His career has spanned 35 years, five continents, and multiple industries — from global shipping and logistics to mining, electrical distribution, and heavy equipment.
Frits has held C-level roles — Chief Information Officer, Chief Operations Officer, and Chief Supply Chain Officer — at some of the world's most complex and demanding organisations. He understands what it takes to drive lasting change in large organisations: the alignment, the governance, the people challenges, and the discipline of execution. That experience shapes everything C-Insight does.
Today, Frits applies that background to the challenge of AI adoption — helping organisations across Australia and South-East Asia cut through the noise, build genuine readiness, and realise practical, measurable value from AI.
Career History
Executive coaching for C-suite and senior leaders, delivered through Vistage — the world's largest CEO coaching and peer advisory organisation — and directly with individual clients. Focus areas include AI leadership, strategic decision-making, organisational change, and leadership effectiveness for executives navigating complex transformation.
Founded C-Insight to help medium and large organisations across Australia and South-East Asia adopt AI with confidence. Services span AI readiness assessments, strategy development, stakeholder alignment, change management, and capability building. Also engaged with Blueclip.ai as Supply Chain AI Expert, bringing a front-row view of enterprise-scale AI deployment in supply chain operations.
Member of the Senior Leadership Team and Sonepar Global Supply Chain and ICT Committees. Led an industry-changing supply chain transformation alongside a full digital enterprise transformation — including a data lake, omnichannel capability, customer digitisation, and back-office automation.
Member of the Executive Management Team with responsibility for supply chain optimisation, inventory management, and logistics across Rexel's 143-branch Australian network. Also accountable for National and Regional Distribution Centres (NDC revenue A$72M), branch operations, information technology, and indirect procurement.
Independent consulting practice delivering digital transformation, strategy, and interim CIO, COO, and Chief Transformation Officer engagements. Clients included Toll Group (Global Technology Transformation Program Director) and WesTrac (Interim CIO/COO and Process-Led Business Transformation Program Director). Board member and advisor for early-stage technology start-ups.
Member of the Damco Global Leadership Team and the Top 100 A.P. Møller Maersk Management. Led global IT and Business Excellence across logistics services supporting USD 3 billion in revenue, with a team of 250 and a total IT spend of USD 100 million. Responsible for global IT services contracts and large-scale transformation programmes.
Member of the BHP Billiton Group Information Management Team. Developed and executed the Information Management strategy for a business with AUD 3.6 billion in revenue, managing a global IT team of 60 with AUD 100 million annual IT spend. Led the successful implementation of BHP Billiton's single-instance SAP pilot and a new Manufacturing Execution System for mine-to-market visibility.
Member of the EMEA Board and DHL Logistics Global IT Management Board. Managed an IT demand and service organisation supporting EUR 9 billion in revenue with 1,200 IT staff and a budget of EUR 250 million. Successfully led the post-acquisition integration of Exel and DHL Solutions organisations, delivering EUR 220 million in synergies within 18 months.
Member of the DHL Solutions Management Board. Led BU strategy, M&A activities, IT application management (EUR 80M annual budget), global supply chain services, and operational excellence programmes. Earlier role as Global Head of Express Logistics Strategy and Quality, establishing a worldwide network of forward stocking locations.
Doctoral research in Strategic Management, combined with lecturing and tutoring responsibilities at the UQ Business School.
Early career roles in Rotterdam and China spanning shipping, logistics management, and financial leadership — the foundation of a career built across multiple geographies and industries.